gift cards retail campaign
At the time Hoyts was going through a rebranding and moving away from pastel or subdued colours and wanted a bolder "blockbuster" look. Advances in technology meant that our cinemas were leaving the world of film behind and stepping into the digital world. Digital-themed artwork with lots of abstract tech-inspired backgrounds, shapes and bright streaks of light or glowing pixels were the trend. The Christmas artwork needed to reflect that whilst driving sales of gift cards for our Retail Sales Department.
We wanted our Christmas artwork to get be bold and bright and grab attention. The use of a rich, deep background meant that the sparkles and glowing lights were emphasised. Bright colours were used to give the artwork a fun and cheerful mood. The gift card images were the main visual focus with the sparkles used to add decoration. Again an attention-grabbing headline was important as well as a strong call to action.